HAMILTON, Today: Waikato/BoP full-service agency King St has – like most of us – been keeping a close eye on media trends during the Covid crisis. Here’s their take …
“Online news such as Stuff.co.nz, Neighbourly, NZ Herald continue to thrive and are holding strong daily audience gains as the New Zealand public turn to keep up to date with the news as it develops.
“Neighbourly has come in to its own and has seen 7%% membership growth, increased daily and weekly active users.
“Community engagement online is seeing an increase now that the community papers are unable to print.
“Other interesting trends have been that there has been large changes in ad traffic due to Covid-19 from the beginning of March.
“Online music streaming: Spotify usage is continuing to grow with 1.3 million monthly active users across the paid and free tiers.
“With 47% of the audience being 25-44 there are some interesting trends with how people are streaming and what. More than ever listeners are tuning to playlists and podcasts which are helping them focus on being productive, staying positive, or sound quality time with family.
“TV news at 6pm is seeing some of the highest ratings in 12 years for viewers AP24-54yrs with over 2.2m viewers tuned in.”
“Video content is hugely popular at this time and predictions are that this home-bound viewing could lead to an almost 60% increase in the amount of video content we watch globally.
“Time spent online viewing news and entertainment is going up and New Zealand has seen the average daily viewing of 2:04 hours from the beginning of March increase to 2:45 hours by the end of March once we were in full lockdown.
“TV is seeing large increases in audiences in the breakfast zones in line with the morning news updates. News at 6pm is seeing some of the highest ratings in 12 years for viewers AP24-54yrs with over 2.2m viewers tuned in.
“With OnDemand programmes seeing increased streaming of over 18.4% YOY, online TV advertising opportunities are a further channel to reach New Zealanders in this time of lockdown. With the school term now started, TVNZ partnering with the Ministry of Education, home learning will be broadcast for 6.5 hours a day fronted by such people as Suzy Cato.
“Radio continues to be a trusted source of information and the channel is highly accessible reaching 76% of the NZ population.
“With DJs broadcasting from their homes, listenership is changing vastly with increased daytime zones and less concentrated around drive zones.
“Radio continues to be a great media which you can regionalise your message, and with remote recording capabilities for various talent and production studios there is a continued opportunity to produce new adverts.”
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